At a recent all-hands meeting, Apple CEO Tim Cook emphasized that artificial intelligence is as transformative as past advancements like the internet and smartphones. He made it clear that AI is a strategic priority for the company and pledged that Apple “must” and “will” invest in it.

Cook acknowledged that Apple has often not been first to market but eventually redefined existing categories. He likened this pattern to the company’s approach with AI and said, “This is ours to grab”, pointing to a long-term commitment.

To highlight this shift, Cook confirmed that Apple is reallocating significant talent internally and pursuing meaningful investments. As a result, the company is also open to mergers or acquisitions to accelerate its AI roadmap.

Apple’s software chief, Craig Federighi, noted that improvements to Siri were delayed due to quality concerns arising from a hybrid architecture strategy. The company is now moving to a fully AI-driven Siri foundation to better meet performance expectations.

These remarks come amid pressure from competitors and investors as Apple works to catch up in the AI space. The renewed focus reflects a strategic repositioning aimed at regaining leadership in intelligent software.